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Topic:- BRAND
AWARENESS OF
FASTRACK
roll no.- 165 SYBMS:-
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INTRODUCTION
Type Public
Industry Fashion accessories
Founded 1998
Headquaters New Delhi, india
Area served India
Products Watches, Helmets, Belts, Bags, Sun glasses
Slogan Move On
Website http://fastrack.in/

Fastrack was launched in 1998 as a sub-brand of Titan. It was spun off as an independent Accessory brand
targeting the urban youth in 2005. With a vision to become a complete fashion brand for the youth, Fastrack
quickly extended its footprint to sunglasses in 2005 & then Bags, Belts & Wallets in 2009.
Fastrack’s provocative, tongue-in-cheek advertising, its unique & affordable designs & its quick extension
across categories ensures its popularity with the urban youth audience, making it one of the fastest growing
fashion brands within the country.
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 BRAND
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• Associated thoughts with the Brand – Cool, Carefree, Trendy and still with in
range.
• Associated Imagery with the Brand – Cool, Trendy and Stylish youth and Youth
icons.
• Associated Beliefs and Feelings with the Brand – Stay Carefree, Live life at its
best, Enjoy every moment, stay Cool.
• Affordable – Though the best models are costlier but the Brand still is affordable to
the majority of classes

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• Socially Acceptable Advertisement – Appealing, loud but still not very objectionable.
• Culturally Relevant Advertisement – Featuring Youth, Appealing Youth, and projected
themselves as a Youth Brand.
• No Unreasonable Cross Brand Comparison – No Comparison, they have a separate
class, Maxima used to be there but now its only Fastrack.
• Gender Sensitive Advertising – Very Smartly Sensitive advertising, not differentiating
between the genders.
• Cross cultural sensitivity – Not offending those who don’t appreciate the attitude
Fastrack flaunts, they are simply supportive to what they Flaunting as Cool and
Carefree.
• No False Association – None so Far, neither do they need to associate them falsely
with any of the existing brands

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• Brand Equity is the value of a brand.

• From a consumer perspective, brand equity is based on consumer attitudes about
positive brand attributes and favourable consequences of brand use.
• Fastrack enjoys high brand awareness among the targeted consumers. It is
perceived as a value for money brand offering quality products for the youth.
• Also Fastrack belonging to Titan and thus to the TATA’s creates huge brand equity
among people of all age

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• Fastrack watches has reently launched a new campaign based on its new
positioning “move on”
• The latest campaign comes in two version- his story and her story.
• The premise of the new positioning is that indian youth tend to be very detached
in their relationships
• The new ads fast track are an extension of the move on positioning of the brand.
• The brand is based on the current psyche of the youth

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REPOSITIONING

• In 2005, the brand went for another repositioning exercise with a new logo and a new
positioning. They adopted the famous break-away positioning of S-watch and decided again
to target the youth. But for this they had to break the price barrier. The brand discarded the
steely look of the watches and looked at a mix of steel and plastic. It was a perfect cut copy
from the strategy of s-watch.

• Fastrack then promoted itself through 360 degree media blitz through television, outdoor,
events and promotions to change the perception of watches as a functional tool to a fashion
accessory.

• Since then it has created a niche for itself with designs that are refreshingly different and
affordable. During 2005, fastrack also extended its footprint and in the last 4 years has
quickly notched up the title of being the largest sun glass brand in India.

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MARKETING MIX style

• Product:-
It has established itself as a fashion accessory rather than as a
device showing time without compromising on quality. Fastrack
watches include various collections like XY collection, Neon disc
collections, Army collection, Sports collection, bikers collection, denim
collection. Providing watches for every occasion.
• Price:-
Target population – youth, Likes variety, Price sensitive. Hence brand
has adopted a mid-level pricing policy for its products. This makes
prices affordable and reasonable and thus allows for bulk buying.

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• place:-
Rapidly growing retail and e-commerce market. Retail outlets all over India. These
are exclusive stores positioned to provide a complete destination for all gear related
to Fastrack brand under a single roof. First outlet opened in Pune, 2009. Steadily its
network spread to seventy-nine cities that included 158 Fastrack stores.
• Promotion:-
Integrated Marketing Communications (IMC): Marketing Communications are the
means by which firms attempt to inform, persuade, and remind consumers – directly
or indirectly – about the products and brands they sell and IMC is A marketing
communications plan that evaluates the strategic roles of a variety of communication
disciplines and combines these disciplines to provide clarity, consistency, and
maximum communication impact.

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• Brand awareness refers to customers' ability to recall and recognize the brand
under different conditions and link to the brand name, logo, jingles and so on to
certain associations in memory.
• It helps the customers to understand to which product or service category the
particular brand belongs to and what products and services are sold under the
brand name.
• It also ensures that customers know which of their needs are satisfied by the
brand through its products

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BRAND edit Master title style
STEPS

• Identify your Audience

• Determine your positioning
Create
interest
• Create your platforms and materials

• Create content themes and establish expertise

• Balance the use of different marketing channels
Maintain
interest

• Hold contests & challenges

• Plan campaigns & events
Reward
interest
• Create a loyalty program

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CREATING Master
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AWARENESS

When it comes to business growth and brand awareness, success

comes down to several factors. While it’s getting increasingly
difficult to beat the competition, building brand awareness should
be your prime marketing strategy. Here is what needed to do:

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DIFFERENTIATE title style
YOURSELF

Make your brand

memorable using
differentiating feature.
Try to find your specific
differentiator or brand
attributes that make
you different from the
rest.

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SEEN Master title style
EVERYWHERE

Use multiple forms of

content on multiple
channels. You don’t
know where your
audience is until you
experiment.

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DEVELOP MasterSEO
STRONG title style
STRATEGY

SEO can play a massive

role in your brand
awareness campaign.
Users turn to Google for
answers. Make sure your
brand is at the top of
SERP.

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TYPES edit Master
BRAND title style
AWARENESS

• Brand awareness can be categorized into three types depending upon the
perceived importance of the brand by the target group.
• Knowing about the types of brand awareness is of utmost importance for
marketers as the current and future marketing strategies are designed
according to the current awareness of the brand among its target market.
• The three types of brand awareness are –
1. Brand recognition
2. Brand recall
3. Top of mind awareness

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TYPES edit Master
BRAND title style
AWARENESS
• Brand Recognition: Brand recognition is when the customer can recognise the
brand and differentiate it from other brands when he comes into contact with it.
This type of brand awareness doesn’t require the customer to recall the name. It
just focuses on whether the customer can recognise it when it is presented at the
point-of-sale or when he witnesses the visual packaging.
• Brand Recall: Brand recall is a spontaneous recall of the brand from memory
when the customer is prompted by the product category. Most users can’t recall
more than 3-5 brand names. It is affected by both individual and brand factors like
education level, usage, marketing strategies used by the company, etc. These
brands form a part of the evoked set of the customer.
• Top-Of-Mind Awareness: Top-of-mind awareness is a set of 3 brands which the
customer always purchases. This is the consideration set of the customer. Getting
the brand into this consideration set is the ultimate goal of every marketer.

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MEASURE BRAND AWARENESS

• Surveys:-
The best way to measure your brand awareness is to reach out to the target group
and ask questions about your brand. You can either outsource it to the expert or
conduct it yourself either through direct contact or with the help of online tools like
SurveyMonkey, Google Forms, etc.

• Traffic & Analytics:-

Traffic can be a great measure of brand awareness. Use analytics to find out where
do you get the most traffic from. Your brand awareness strategies are considered to
be working well if you get most of your traffic either directly (people typing your URL
and visiting your website), through referrals (other websites mentioning your brand
and/or linking to you), or through social shares (Facebook, Twitter, Pinterest,
etc.).Use tools like Google Analytics, Semrush, Ahrefs, etc. to analyse your progress.
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MEASURE BRAND AWARENESS

• Google Alerts:-
Google alerts is a good way to get notified whenever someone mentions your brand. It is a free
brand awareness measurement tool which emails you every time your brand name gets
mentioned on a website.

• Social Mentions & Shares:-

Organic social mentions and shares are also a good measure of awareness. Many tools like
Buzzsumo, Twitcount, etc. can help you measure social mentions and shares.

• Social Engagement:-
An organic increase in the number of social media followers is also a result of good brand
awareness. It is a reflection of how many people are aware of the brand and want to socialize
with it.

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Thank you!!

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